可持续理念下有机农副产品消费驱动因素 与品牌增值策略

Drivers of Organic Agri-Food Consumption and Brand Value Enhancement Strategies

摘要: 在可持续消费理念深入人心的背景下，探究有机农副产品的消费驱动因素与品牌增值路径具有重要现实意义。本研究基于574份有效问卷调查数据，综合运用信效度检验、描述性统计、因子分析、卡方检验及多元线性回归(OLS)分析等方法，系统考察了消费者对有机农副产品的健康品质关注、可持续价值共创认知、感知风险价值、品牌增值策略认知对购买意愿的影响。结果表明：健康品质关注与可持续价值共创认知显著正向驱动消费意愿；感知风险价值呈现正向影响，与理论预期相反，需结合样本特征进一步解释；品牌认知忠诚对购买意愿的影响强度最大(OR = 3.932)；品牌增值策略未直接显著影响购买意愿，可能通过品牌忠诚间接发挥作用；受教育程度在购买行为分组中存在显著差异。基于此，本文提出了强化溯源认证、构建价值共创社群、实施差异化品牌沟通等策略建议，为有机农副产品企业的可持续发展提供理论与实践参考。

Abstract: Under the background of sustainable consumption concept gaining popularity, it is of great practical significance to explore the consumption driving factors and brand value-added paths of organic agricultural products. Based on 574 valid questionnaire data, this study systematically examines the effects of consumers’ health quality concern, sustainable value co-creation perception, perceived risk value, and brand value-added strategy perception on purchase intention by using reliability and validity tests, descriptive statistics, factor analysis, chi-square test and multiple linear regression (OLS). The results show that health quality concern and sustainable value co-creation perception significantly and positively drive consumption willingness; perceived risk value presents a positive effect, which is contrary to theoretical expectation and needs further interpretation based on sample characteristics; brand loyalty is the strongest factor to enhance purchase intention (OR = 3.932); brand value-added strategy has no direct significant effect on purchase intention, possibly playing an indirect role through brand loyalty; education level shows a significant difference between purchase behavior groups. Based on these findings, this paper proposes strategic suggestions such as strengthening traceability certification, building value co-creation communities, and implementing differentiated brand communication, providing theoretical and practical references for the sustainable development of organic agricultural product enterprises.